CHAPTER - I

INTRODUCTION AND RATIONALE

pg. 1

1.

INTRODUCTION AND RATIONALE OF THE STUDY

1 INTRODUCTION
Customer Relationship Management mainly used to create a personalize, one to one
experience that will give the individual customer a sense of being cared for, thus opening up new
marketing opportunities based on the preference of the customer. The emergence of the internet
heralded a new opportunity for customer relationship building which helps to improve our
quality of services for our customers. For one thing, search engines made it easier for customers
to find online customers and interact with them. In fact with the help of advancement of
technology, internet is an environment of zero latency, offering real time information and often
on demand service delivery. This study focus on analyzing CRM process mainly to identify the
development of customer strategy of target laundry and dry cleaning customers of mywash.in

Figure 1: CRM Process

As shown in the CRM Process flow, the customer relationship management starts from
defining and developing customer strategy. A team of customer management, operations and
marketing people gather and discuss customer multiple aspects. As outcome of the discussion,
customer objectives are set and goals are defined accordingly. The organization readiness is
checked and established in association with finance and technical support teams. In addition to
this an alignment is taken from the organization senior officials and different departments to have
maximum support to meet the customer objectives. The CRM program is executed to reach out
the customers and finally effectiveness is measured in multiple ways like customer satisfaction
index or increase in customers and sales.

2 SIGNIFICANCE OF THE STUDY

Customer Relationship Management mainly used to create a personalize, one to one
experience that will give the individual customer a sense of being cared for, thus opening up new

pg. 1

1.

marketing opportunities based on the preference of the customer. This study focus on analyzing
CRM process mainly to identify the development of customer strategy of target laundry and dry
cleaning customers of mywash.in. The objectives of the study is to Study the CRM techniques
and find ways to improve the techniques which is following in mywash.in, Study the customer
service and support of mywash.in in Bengaluru, improve channel management and to develop
the service quality of mywash.in, study the customer retention rate of mywash.in, Measure the
supply chain and logistics function of collecting materials from customers and to Analyze the
sustainable relationship with the customers of mywash.in. This research is descriptive in nature
which comprises of 110 customers of mywash.in.
This study adopts survey method through preparing questionnaire. Findings states that
40% of respondents get affected due to tiny holes in clothes, 41% of respondents return clothes
due to defective washing from mywash.in, 41% of respondents are highly satisfied with the
services of mywash.in. It is clear that there is a defective in quality of clothes received from
mywash.in. Hence, it is clear that clothes received as per schedule by mywash.in.
Suggestions states that Mywash.in focuses on improving clothes delivery instantly so as
to reduce the time taken for process of washing clothes. Organization focuses on adopting new
departments to check the quality of washing which helps to minimize the issues in near future. It
is concluded that improving quality of laundry and dry wash cleaning provides effective in
process performance of mywash.in. Regular and systematic training of staff in order to improve
staff knowledge in customer service, introduction of cutting-edge IT software to enable the
mywash.in processes and provision of logistics or resources (computers, stable internet
connectivity, mobile phones and people) for use in the right quantities, place and time.

pg. 2

2.

CHAPTER - II
INDUSTRY/SECTOR PROFILE

pg. 3

3.

INDUSTRY/SECTOR PROFILE

1 OVERVIEW OF THE INDUSTRY/SECTOR

India has a huge market for laundry business which is yet to be tapped to its potential.
However, with the coming up of a number of hospitals & hotels and even the Indian
Railways turning to outsourcing of laundry activities, the industrial laundry sector in India is
attracting foreign players.This presents a huge benefit to global players to quickly set up their
laundries in India, and cater to the ever growing market. Dry cleaning and laundry business has
been least affected by the downturn and sees significant activity in the organized laundry market
in India.
"India has a huge unorganized sector which needs to be professionally handled. The way
markets have developed in the US has not happened in India. However, India is going to grow in
this business and there is a need for organized players to provide world-class services and
educate the unorganized sector", According to market research agency, The Nielsen Company,
the market size of fabric cleaning which includes detergents, powders, pre-post wash, soap cakes
is Rs.12,118 crore & 2,877,587 tons respectively.
In fact, the organized players are specifically catering to the growing middle-class with
high disposable incomes, HNIs, busy working couples and singles who are earning well. The
larger demand for organized laundry comes from the metros and tier II cities. Around 65% of
demand is driven by metros and 35% accrues from tier II cities like Chandigarh, Ludhiana,
Bhopal, Pune to name a few.
Domestic laundry player White Tiger is eyeing the huge potential once the organized
market becomes more stabilized as there is a huge scope for the laundry business to prosper.
"Laundry is a necessary evil. During recession, consumers can stop buying clothes but
they would want to keep their existing garments clean. This is an industry, which has been least
hit by the downturn and promises a brighter future for the dry cleaning and laundry sector in
India. As a result of which we have grown by 25-30% every year and in future, we could grow at
a modest rate of 22-25%,"
pg. 4

3.

2 CONTRIBUTION OF THE SECTOR TOWARDS GDP

According to a 2008 KPMG report, the organized laundry market in India is an estimated
more than $1 billion in India and unorganized market is about $30+ billion. It must have at least
tripled if not quadrupled by now.

3 MAJOR PLAYERS

Company
Chamak Direct

Laundry 24

Rapidwash

Fabrisure

Washkart

Fabfresh

Oneclickwash

pg. 5

Logo

3.
Laundry wala

Ironwala

Table 1: Major Competitors for www.MyWash.in

4 REGULATORY FRAMEWORK
The companys regulatory framework has major 4 departments.
1

HR DEPARTMENT
According to Edward Flippo, Personal Management is the planning organizing; directing

and controlling of the procurement, development, compensation, integration, maintenance and

separation of human resources to the end those individual organizational and social objects are
accomplished.
Human resource management cannot be separated from the basic management function.
The scope of HRM is very wide; it covers labor, welfare and industrial relations aspect. HR
managers do not manufacture or sell goods but they do contribute to the success and growth of
an organization by advising employees are workers working in the organization. Human
resources management is concerned with employees as individuals as well as groups. It is the
process of bringing people and organization together so that the goals of each are met. Human
resources are most important element in an organization.
In MyWash recruitment and selection process taking place like in other firms. There are
few particular steps for recruitment in MyWash.

1. Recruitment process begins when personnel / HR department receives requisition or

official order for recruitment from department of MyWash. This requisition contains
details about the position to be filled, number of persons to be required, the duties to be

pg. 6

3.

performed, qualification required from the candidates, terms and conditions of

employment and the time by which persons should be available for appointment.
2. The Head of HR decides sources of recruitment to be used like newspaper, consultancies
or by using reference of other employees of MyWash
3. After deciding sources, they put into a practice and the prospective employees are
informed to send their applications within specific time
4. After getting applications, selection procedure gets started. They scrutinize applications
and suitable person are asked for interviews
5. Executives and head of concern department take candidates interviews
6. The training section provides the training for selected candidates
2

MARKETING DEPARTMENT
According to the American Marketing Association, Marketing is the process of planning

and executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational objectives.
Responding to the new market dynamics created by the global downturn, MyWash has
identified five strategic as listed below.

Transformational deals
Large outsourcing deals
New engagement models
Execution
Talent management

PRODUCTION AND SERVICE DEPARTMENT

The operation department in Information Technology MyWash is logically divided into

three sections

pg. 7

3.

Front Office Operations

Middle Office Operations
Back Office Operations
The sales and business development representatives who are directly interacting with
customers are considered as part of front office. The sales and marketing customer service
representatives and business development officers are part of front office.
Finance and Operations department of Information Technology organization come under
middle office operations who are more involved into analysis and business statistics.
Information Technology Division and Human Resource Management come under back
office operations as they do not directly work with customer but interact with organization
system, resources and employees respectively.
The below graph provides an overview of MyWash products and services distribution.
4

FINANCE DEPARTMENT
MyWash finance function covers both acquisitions of funds as well as their optimal

allocation in various sources. The responsibility of finances managers are spread through the
organization in the sense that financial management is to an extent an integral part of the job for
managers involved in planning, allocation of resources and control. Financial management is
highly specialized in nature and is handled specialist. The job of the chief financial executive
does not cover only routine aspects of finance and accenting. As a member of the top
management, they are closely associated with the formulation of policies as well as decision
making.
MyWash is having different Financial Planning which is described as under

pg. 8

To expand the business services

To increase the clients of the business
To increase the volume of Information Technology of day to day transactions
To give maximum satisfaction to the clients by providing best facilities
To increase the revenue of firm
Planning for development of MyWash branches

3.

To increase the clients

To increase sponsor new ideas and product development

pg. 9

4.

CHAPTER - III
ORGANIZATIONAL PROFILE AND BUSINESS
OVERVIEW

pg. 10

5.

ORGANIZATIONAL PROFILE AND BUSINESS OVERVIEW

Figure 2: MyWash Company Logo

The logo of the company is catchy and meaningful with the nature of business. The
hanger representing S in Wash catch the customer attention. The blue color of the logo
indicates companys quality and professionalism.

1 MISSION AND VISION OF THE COMPANY

We wanted an easy way to get laundry done. We couldn't find one. So we built one.
Doing laundry takes time and energy, which you could spend doing what you love instead
of some boring menial task such as laundry. Sure, you could take it to the local laundry or dry
cleaning, but it still takes time and can be rather inconvenient at the end. That's where MyWash
comes in.The company providescustomer with the luxury of not having to do the laundry by
customer itself, and they come straight to customer doorstep in Bangalore.
With our mobile app, you can place the order from customer smartphone, choose the
pick-up and delivery times, and we'll do the rest. Customer get clean clothes and the time to do
whatever customer like. It doesn't get better than that, so place customer order with MyWash
now, and enjoy customer itself

pg. 11

5.

2 REGISTERED ADDRESS/NUMBER OF BRACHES

Office Address:
#547, 1st Floor, Off Intermediate Ring Road, Domlur, Bangalore,
Karnataka, 560071
Phone number: 080-39591212
Email: support@mywash.com

3 MAJOR CUSTOMERS
MyWash is online laundry services which serves customers across Bangalore locations.
Majority of the company customers are working professionals who are extremely busy with their
professional lives and care a great deal about their clothes. The interesting trend is that only 70
percent are singles, 30 percent of our orders come from married folks. The company is getting
great responses from premium folks in Bengaluru, who are getting their Wedding Dress, Suits,
Blazers, Sofa Covers, Quilts and winter clothing dry cleaned through the company. This segment
is contributing significantly to our average order size which is in high triple digits.

4 FINANCIAL PERFORMANCE
As of Nov 2014,the company covered entire Bengaluru and growing at 50 percent weekon-week. The company has more than 1000 signups and over 250 orders, they are doing about 10
orders consistently every day with few days (weekends) hitting 20-25 i.e. about 80 orders a week
on average. In their first month they marked 400 orders, and Koramangala concluded 30 percent
of those orders.

5 ACHEIVEMENTS
The company USP is the convenience that they provide. Anyone can get the laundry
picked up or delivered at the time and location of their choice. This is what makes them standout.
Apart from this their service is extremely fast. They have delivered almost 70 percent of the
orders within 24 hrs (even though they did not exclusively promise that).

pg. 12

5.

6 ORGANOGRAM
The organization structure is shown below.

Figure 3: MyWash Organization Structure

The company is established by young and dynamic people passed out from BITS Pilani.
In fact most of the company team is passed out from BITS Pilani. The company organization
structure makes sure to cover all possible division like finance, operations, marketing,
technology, customer management and research.

pg. 13

5.

7 FUNCTIONAL OVERVIEW
MyWash has below functional process.

Figure 4: Functional Process Flow

PLACE ORDER
Forget carrying customer clothes to the dry cleaner or washing them at home. Just go to
MyWash.in and select customer pickup and delivery times. It is that simple.
PICK UP
A MyWash Agent armed with eco-friendly bags will arrive at customer door to pick up
customer dry cleaning and laundry.
WASH & IRON
Our expert cleaners and master pressers ensure that customer clothes come back looking
fresh and beautiful every time.
DELIVER
Customer clothes will be delivered on time to customer doorstep. Now getting customer
laundry done is that simple

8 MAJOR PRODUCT LINES/SERVICE OFFERINGS

The company offers laundry & dry cleaning services at the tap of a button. As soon as
customer "Schedules a Wash", on company website, they pick up customer clothes for laundry
and dry cleaning, and return them clean and ironed within about a day or two. Through MyWash
App customer can place an order on customer phone or tablet, including pickup and drop-off
pg. 14

5.

time scheduling. A MyWash agent will arrive at the time customer scheduled to pick up customer
laundry and dry cleaning, and within about 48 hours customer clothes are delivered in reusable
eco-friendly non-plastic bags, washed and Ironed. Company pricing starts at 19 Rs per cloth and
goes upward. The company is currently giving Rs 100 off on every order above Rs 200 worth.

9 BUSINESS SEGMENT - INCOME, ASSET SIZE AND PROFITABILITY

The company has below clothdivisions.

pg. 15

Personal Cloths like Shirt, Jeans, Salwar

Household Cloths like Curtain / Sofa / Pillow / Bed / Blanket
Pets Cloths and Carpets
Sarees, Delicate Cloths
Heavy Duty Cloths like decoration mats and curtain

6.

CHAPTER - IV
OUTLINE OF PROBLEM/TASK UNDERTAKEN

pg. 16

7.

OUTLINE OF PROBLEM/TASK UNDERTAKEN

1 IDENTIFICATION OF PROBLEM OR TASK UNDERTAKEN

Mywash.in currently operates many places in Bengaluru. Competition in the industry has
become very keen especially for online laundry and dry washing services. To be a viable player
in the industry, mywash.in has adopted CRM process as a tool to bid and win competitive
advantage over others. The study aims at exploring CRM process of mywash.in as well as find
ways to improve quality main to retain customers and expand business in the Bengaluru city.

2 IMPLICATION OF EXISTING PROBLEM OR TASK ON THE ORGANIZATION

The implication of the existing problem if not managed within defined timeline is
expanding the business to reach out to maximum customers. If this is not done within a defined
timeline, it will impact to company sales considering tough competition in online laundry
business.
Another implication is improvement in quality using the findings from CRM process and
implementation of Six Sigma process to reduce the defects in cloths washing and delivery.

pg. 17

8.

CHAPTER V
LITERATURE REVIEW

pg. 18

9.

LITERATURE REVIEW
Building relationships and learning from customers is profitable to the company. The

average company spends six times more to get a new customer than it does to hold a current one
(Rosenberg, Czepiel 1983). The longer customers are retained by a company, the more profitable
they become because of increased purchases, reduced operating costs, referrals, price premiums,
and reduced customer acquisition costs (Reichheld, Sasser Jr. 1990).
Learning from customers enables a company to develop more personalized and
collaborative interactions and to increase the value of the customer base (Peppers, Rogers 2004,
Humphreys et al. 2009).
CRM relates to strategy managing the dual-creation of value, the intelligent use of data
and technology, the acquisition of customer knowledge and the application of this knowledge to
appropriate stakeholders, to develop appropriate relationships with specific customers and to
integrate processes across many areas of the firm and across the network of firms that collaborate
to generate value (Harker, Egan 2006, Payne, Frow 2006, Kim, Suh & Hwang 2003, Reinartz,
Krafft& Hoyer 2004, Kim, Kim 2009, Hsin 2007, Tamoinien, Jasilionien 2007).
CRM can be strategically embedded within either customer intimacy or operational
excellence strategy or then with tactical implementation, without specific strategic background
(Langerak, Verhoef 2003, Iriana, Buttle 2006, Peppers, Rogers 2004).
Payne and Frow (2005) gave a definition as CRM is a strategic approach that is
concerned with creating improved shareholder value through development of appropriate
relationships with key customers and customer segments. CRM unites the potential of
relationship marketing strategies and IT to create profitable, long-term relationships with
customers and other key stakeholders. CRM provides enhanced opportunities to use data and
information to both understand customers and co-create value with them. This requires a crossfunctional integration of processes, people, operations and marketing capabilities that is enabled
through information, technology and applications. The foregoing approach to the definition of
CRM combines both the marketing and the information technological (IT) views to CRM.

pg. 19

9.

Couldwell 1998, defining CRM from the marketing perspective, had this to say that combination
of business process and technology that seeks to understand a companys customers from the
perspective of who they are, what they do and what they are like. It is clear from the above
definitions that CRM is a multi-faceted approach made up of four (4) broad segments including
Key Customer Focus, CRM Organization, Knowledge Management and Technology-based
CRM. This is an indication that successful CRM implies focusing on areas such as strategy;
people; technology and processes (Fox and Stead, 2001).
It is when these four elements work in tandem that a customer relating capability can
result (Day, 2003). Value addition to both the organization and the customer is one of the cardinal
aims of CRM. To achieve this, Kwame Dzato (2007) noted that the CRM strategy of any
financial services organization needs to focus on integrating people, processes and technology to
maximize the value exchange. Kwame Dzatos position was corroborated by Bee (2008) and
Bygstad (2002). While Bee indicated that financial institutions who want to adopt CRM systems
need to address three critical factors people, processes and technology, Bygstad citing Ciborra
and Failla (2000), simply described CRM as an information infrastructure that consists of people,
processes and technology.

Figure 5: CRM process

pg. 20

9.

People process and technology are three pillars of CRM Process. People represents the
team in organization who are required to be dedicated, motivated and proactive. Process defines
the flow of activity. The importance of process that it makes organization people independent.
Technology adds value to the process and hence gives power to people in the organization. It
helps to serve customers in faster and better way.
BENEFITS OF CRM

Benefits embedded in the effective and efficient practice of CRM initiatives. These
benefits are grouped into three (3) categories:
Customer satisfaction
Customer retention
Revenue enhancement (Zablah et al, 2004)

Satisfied customers tend to be loyal to their service providers as well as buy more and are
willing to pay a premium for services and products.
Cost savings and cost reduction: Costs will decline and profitability will increase because
of greater efficiencies, visibility and control (LaValle and Scheld, 2004)

pg. 21

10.

CHAPTER VI
OBJECTIVES AND SCOPE OF PROJECT

pg. 22

11.

OBJECTIVES AND SCOPE OF PROJECT

1 OBJECTIVE OF THE PROJECT

The objective of this research paper is listed below.
To Study the CRM techniques and find ways to improve the techniques which is following in

mywash.in
To Study the customer service and support of mywash.in in Bengaluru
To improve channel management and to develop the service quality of mywash.in
To study the customer retention rate of mywash.in
To Measure the supply chain and logistics function of collecting materials from customers
To Analyze the sustainable relationship with the customers of mywash.in

2 SCOPE OF THE PROJECT

Mywash.in operates nine 9 places in Bengaluru at present. It would be a daunting task to
cover all of the mywash.in customers in this study due to time constraint. So, the research is
therefore limited to the 110 customers belong to 9 places in Bengaluru city.

pg. 23

12.

CHAPTER VII
RESEARCH METHODOLOGY

pg. 24

13.

RESEARCH METHODOLOGY

1 PROCESS FLOW CHART

A research design is the conceptual structure within which research is conducted, it
constitutes the blueprint for the collection, measurement and analysis of data.
The type of research that will be used in this project will be descriptive in nature.
Descriptive research is a description of the state of affairs, as it exists at the present. The main
characteristics of this type of research is that the researcher has no control over the variables, he
can only report what has happened or what is happening.

Figure 6: Process Flow of Research Methodoloy

The process flow of research methodology is self-explanatory as it is defined in plain text
indicating the flow of activities.

pg. 25

13.

2 SEQUENCING OF ACTIVITIES
The process followed in this research is depicted through below flow diagram.

Figure 7: Sequence of Activities

Where
= Feedback
(Helps in controlling the sub-system to which it is transmitted)
F
= Feed forward (Serves the vital function of providing criteria for evaluation)
The chart indicates that the research process consists of a number of closely related
FF

activities, as shown through I to VII. This research is based on the flow chart and strictly
followed the prescribed sequence. The following order has followed because it provides a useful
procedural guideline regarding the research process: (1) formulating the research problem; (2)
extensive literature survey; (3) developing the hypothesis; (4) preparing the research design; (5)
determining sample design; (6) collecting the data; (7) execution of the project; (8) analysis of
data; (9) hypothesis testing; (10) generalizations and interpretation, and (11) preparation of the
report or presentation of the results, i.e., formal write-up of conclusions reached.

3 RESEARCH DESIGN
A research design is the conceptual structure within which research is conducted, it
constitutes the blueprint for the collection, measurement and analysis of data.
The type of research that will be used in this project will be descriptive in nature.
Descriptive research is a description of the state of affairs, as it exists at the present. The main

pg. 26

13.

characteristics of this type of research is that the researcher has no control over the variables, he
can only report what has happened or what is happening.

4 SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure the researcher would adopt in selecting items for the
sample.
1

SAMPLING TECHNIQUE
The sampling technique adopted for the study was non-probability sampling. The

respondents were chosen on the basis of Convenience sampling. The reason why this sampling
method will be used is because of the time constraints, lack of knowledge about the entire
universe and the main reason being that it will not be easy to collect the data from all the
employees who worked on this project.
2

SAMPLING FRAME
A sampling frame is simply the list of the study sample. In this research study the

sampling frame will consist of the process of mywash.in

3

SAMPLE SIZE
The survey is estimated to be conducted among 110 employees.

5 DATA COLLECTION METHOD

The two sources of data collection are namely primary&secondary.
PRIMARY DATA

Primary data are those that are collected for the first time and thus they are found to be
original in character. The primary data to be used for this project will be collected using a
structured questionnaire which was a combination of 5 point rating scale questions. The data is to
be collected from the employees of mywash.in

pg. 27

13.

SECONDARY DATA

Secondary data includes data which exists already and are directly applied for the study.
Secondary data will collected with the help of websites, journals and also through personal
discussion with the employees.

6 STATISTICAL TOOLS AND TECHNIQUE

The data collected were analyzed by employing the following statistical techniques:
PERCENTAGE ANALYSIS METHOD

Percentage refers to a special kind of ratio; percentage is used in making comparison

between two or more series of data percentage are used to describe relationships between
attributes.
Percentage of respondents = (No. of Respondents / Total No. of Respondents) * 100.
The above mentioned statistical analysis will be carried out using a software called
Statistical Packages for Social Science (SPSS), version 16.

pg. 28

14.

CHAPTER VIII
ANALYSIS AND FINDINGS

pg. 29

15.

ANALYSIS AND FINDINGS

1 DATA ANALYSIS
This section should contain a logical presentation of the empirical results after
completing the data analysis. This should contain neatly tabulated results, results of hypotheses
tested, graphs and figures, if any, along with necessary interpretation. A comparison of results
with earlier studies may add novelty to the work. A detailed discussion on the basis of results of
analysis should be given in this section.
1

AGE OF RESPONDENTS
TABLE 9.1.1
AGE OF RESPONDENTS

PARTICULARS
25 30 Years
30 35 Years
35 40 Years
40 45 Years
Above 45 Years
TOTAL

NO OF RESPONDENTS

PERCENTAGE

15
25
33
27
10
110

14
23
30
24
9
110

Source: Primary Data

Table 2: Age of respondents

CHART 9.1.1
AGE OF RESPODENTS

pg. 30

15.

AGE OF RESPONDENTS
35
30
25
20
NO OF RESPONDENTS

15
10
5
0

Figure 8: Age of respondents

From the table 9.1.1, it is observed that 30% of respondents having age category between
35 to 40 years while 24% of between 40 to 45 years, 23% of between 30 to 35 years, 14% of
between 25 to 30 years and 9% of are above 45 years. Hence, it is concluded that highest number
of respondents between the age categories of 35 to 40 years.

pg. 31

16.

GENDER OF RESPONDENTS
TABLE 9.1.2
GENDER OF RESPONDENTS

PARTICULARS
Male
Female
TOTAL

NO OF RESPONDENTS

PERCENTAGE

55
55
110

50
50
100

Source: Primary Data

Table 3: Gender of respondents

CHART 9.1.2
GENDER OF RESPONDENTS

GENDER OF RESPONDENTS

Female; 50%

Male; 50%

Figure 9: Gender of respondents

It makes clear from the TABLE 9.1.2 that an identical equal number of respondents are
male and female.

pg. 32

17.

EDUCATION OF RESPONDENTS
TABLE 9.1.3
EDUCATION OF RESPONDENTS

PARTICULARS

NO OF RESPONDENTS

PERCENTAGE

Graduation
Post-graduation
Professional qualification
Diploma holders
Others

15
25
33
27
10
110

14
23
30
24
9
100

TOTAL
Source: Primary Data

Table 4: Education of respondents

CHART 9.1.3
EDUCATION OF RESPONDENTS

EDUCATION OF RESPONDENTS
Others; 9% Graduation; 14%
Diploma holders; 25%

Post graduation; 23%

Professional qualification; 30%

Figure 10: Education of respondents

TABLE 9.1.3 shows that 30% of respondents having professional qualification while
24% of are diploma holders and 23% of are post graduates. Respondents of 14% are graduates
and 9% belong to other qualification. Thus, it concludes that majority of respondents having
professional qualification.

pg. 33

18.

DELIVERY OF CLOTHES
TABLE 9.1.4
DELIVERY OF CLOTHES

PARTICULARS
Strongly Agree
Agree
Neither agree nor
disagree
Disagree
Strongly Disagree
TOTAL

NO OF RESPONDENTS

PERCENTAGE

45
25
10

41
23
9

17
13
110

15
12
100

Source: Primary Data

Table 5: Delivery of clothes

CHART 9.1.4
DELIVERY OF CLOTHES

45
40
35
30
25
20
15
10
5
0

Figure 11: Delivery of clothes

TABLE 9.1.4 infers that 41% of respondents strongly agree while 23% of respondents
agree that they get delivery of clothes on time whereas 15% of disagree, 12% of strongly
disagree and 9% of neither agree nor disagree of delivery of clothes. Therefore, it is concluded
that maximum numbers of respondents strongly agree that they get washed clothes on time from
mywash.in.
5

pg. 34

RECEIVING WASHED CLOTHES FROM MYWASH.IN

18.

TABLE 9.1.5
RECEIVING WASHED CLOTHES FROM MYWASH.IN

PARTICULARS
Below 3 days
3 days to 4 days
Above 4 days
TOTAL

NO OF RESPONDENTS

PERCENTAGE

85
15
10
110

77
14
9
100

Source: Primary Data

Table 6: Receiving washed clothes from mywash.in

CHART 9.1.5
RECEIVING WASHED CLOTHES FROM MYWASH.IN

RECEIVING WASHED CLOTHES FROM MYWASH.IN

Above 4 days; 9%
3 days to 4 days; 14%

Below 3 days; 77%

Figure 12: Receiving washed clothes from mywash.in

From the TABLE 9.1.5, it is inferred that 77% of respondents receiving their clothes
within 3 days while 14% of between 3 days to 4 days and 9% of above 4 days. Thus, it concludes
that majority of respondents receiving washed clothes within 3 days from mywash.in.

pg. 35

19.

CLOTHES RECEIVED AS PER SCHEDULE

TABLE 9.1.6
CLOTHES RECEIVED AS PER SCHEDULE

PARTICULARS
Strongly Agree
Agree
Neither agree nor

NO OF RESPONDENTS

PERCENTAGE

23
34
20

21
31
18

15
18
110

14
16
100

disagree
Disagree
Strongly disagree
TOTAL
Source: Primary Data

Table 7: Clothes received as per schedule

CHART 9.1.6
CLOTHES RECEIVED AS PER SCHEDULE

CLOTHES RECEIVED AS PER SCHEDULE

Strongly disagree; 16% Strongly Agree; 21%
Disagree; 14%

Neither agree nor disagree; 18%

Agree; 31%

Figure 13: Clothes received as per schedule

TABLE 9.1.6 shows that 31% of respondents agree, 21% of strongly agree that
mywash.in delivers clothes as per schedule whereas 18% of neither agree nor disagree, 16% of
strongly disagree and 14% of disagree that they delivers clothes as per schedule. Therefore, it

pg. 36

19.

concludes that maximum number of respondents agree that mywash.in delivers clothes as per
schedule.

pg. 37

20.

DEFECTS IN CLOTHES
TABLE 9.1.7
DEFECTS IN CLOTHES

PARTICULARS
Strongly Agree
Agree
Neither agree nor

NO OF RESPONDENTS

PERCENTAGE

14
16
13

13
14
12

45
22
110

41
20
100

disagree
Disagree
Strongly disagree
TOTAL
Source: Primary Data

Table 8: Defects in clothes

CHART 9.1.7
DEFECTS IN CLOTHES

DEFECTS IN CLOTHES
50
45
40
35
30
25
20
15
10
5
0

NO OF RESPONDENTS

Figure 14: Defects in clothes

It is clear from the TABLE 9.1.7 that 41% of respondents disagree while 20%of strongly
disagree that there is no defects in clothes delivery from mywash.in. Respondents of 14% agree,
13% strongly agree and 12% of neither agree nor disagree that there is a defects in clothes
delivery from mywash.in. Hence, it is clear that majority of respondents disagree that there is no
defects in clothes delivery from mywash.in.

pg. 38

21.

DEFECTIVE CLOTHES FROM MYWASH.IN

TABLE 9.1.8
DEFECTIVE CLOTHES FROM MYWASH.IN

PARTICULARS
Nil
One time
1 time to 2 times
2 times to 3 times
Above 3 times
TOTAL

NO OF RESPONDENTS

PERCENTAGE

57
25
10
8
10
110

52
23
9
7
9
100

Source: Primary Data

Table 9: Defective clothes from mywash.in

CHART 9.1.8
DEFECTIVE CLOTHES FROM MYWASH.IN

Above 3 times; 9%
2 times to 3 times; 7%
1 time to 2 times; 9%
Nil; 52%

One time; 23%

Figure 15: Defective clothes from mywash.in

From the TABLE 9.1.8, it is clear that 52% of respondents get defective clothes from
mywash.in while 23% of affects due to onetime and an identical 9% of between 1 time to 2 times
and above 3 times and 7% of between 2 times to 3 times. Hence, it is concluded that maximum
number of respondents gets defective clothes from mywash.in.

pg. 39

22.

KINDS OF DEFECTS
TABLE 9.1.9
KINDS OF DEFECTS

PARTICULARS
Wrinkles
Poor washing
Tiny holes in clothes
Weak laundry
Others
TOTAL

NO OF RESPONDENTS

PERCENTAGE

34
0
44
18
14
110

31
0
40
16
13
100

Source: Primary Data

Table 10: Kinds of defects

CHART 9.1.9
KINDS OF DEFECTS

KINDS OF DEFECTS
45
40
35
30
25
20
15
10
5
0

Figure 16: Kinds of defects

TABLE 9.1.9 infers that 40% of respondents have tiny holes in clothes, 31% of gets
wrinkles in clothes, 16% of affects due to weak laundry and 13% of due to others. Thus, it is
clear that highest number of respondents gets affected due to tiny holes in clothes.

pg. 40

23.

10

CLOTHES RETURNS DUE TO DEFECTIVE DURING DELIVERY

TABLE 9.1.10
CLOTHES RETURNS DUE TO DEFECTIVE DURING DELIVERY

PARTICULARS
Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree
TOTAL

NO OF RESPONDENTS

PERCENTAGE

25
12
10
18
45
110

23
11
9
16
41
100

Source: Primary Data

Table 11: Clothes returns due to defective during delivery

CHART 9.1.10
CLOTHES RETURNS DUE TO DEFECTIVE DURING DELIVERY

Strongly Disagree
Disagree
Neither agree nor disagree

NO OF RESPONDENTS

Agree
Strongly Agree
0 5 10 15 20 25 30 35 40 45 50

Figure 17: Clothes returns due to defective during delivery

From the TABLE 9.1.10, it is observed that 41% of respondents strongly disagree, 23%
of strongly agree, 16% of disagree, 11% of agree and 9% of neither agree nor disagree that
clothes returns by us due to defective washing. Thus, it is clear that maximum number of
respondents returns clothes due to defective washing from mywash.in.

pg. 41

24.

11

LEVEL OF SATISFACTION
TABLE 9.1.11
LEVEL OF SATISFACTION

PARTICULARS
Highly satisfied
Satisfied
Neither satisfied nor

NO OF RESPONDENTS

PERCENTAGE

45
35
12

41
32
11

14
4
110

12
4
100

dissatisfied
Dissatisfied
Highly Dissatisfied
TOTAL
Source: Primary Data

Table 12: Level of satisfaction

CHART 9.1.11
LEVEL OF SATISFACTION
Highly satisfied
Neither satisfied nor dissatisfied
Highly Dissatisfied

13%

Satisfied
Dissatisfied

4%
41%

11%

32%

Figure 18: Level of satisfaction

It is clear from the TABLE 9.1.11 that 41% of respondents highly satisfied, 32% of
respondents satisfied, 12% of dissatisfied, 11% of neither satisfied nor dissatisfied and 4% of

pg. 42

24.

highly dissatisfied with the services of mywash.in. Hence, it is clearly depicted that majority of
respondents are highly satisfied with the services of mywash.in.

pg. 43

25.

1.1.

SWOT ANALYSIS

Figure 19: SWOT Analysis

STRENGTHS
DOOR-TO-DOOR SERVICE

The quality or state of being strong. We offer a door to door service for dry cleaning and
laundry providing another choice for customers. Visit offices, work places and corporate
organizations and let them know the type of services you offer.
QUICK AND CONVENIENT

We offer a quick and convenient service in order to save a customers time. It is a very
lucrative business, as not everyone that puts on clothes has the time to do the laundry involved
thereafter. Many people have a tight schedule, so they consider it a waste of time doing their
laundry. This is the reason why you stand a chance of making a lot of money because this people
will definitely seek your services. Reasonable prices
WEAKNESSES

pg. 44

25.

The state or quality of being weak, lack of strength.

1. NEW

We are creating a new business so the cost would be higher and there will be no profit
making for several months.
2. SMALL FORM OF BUSINESS

Our business is a small form of business and if our location of the service isnt a good
place it will not be convenient for people to come and serve our service.
3. LESS EXPERIENCES

Competition from already established business. A limited marketing budget needed to

create brand awareness.
4. COST

Cost of transferring for delivery service and a limited marketing budget needed to create
brand awareness and the hours of operation needed.
THREATS

OTHER COMPETITORS

Bigger laundry services and other new business that enters the business world.
Future/Potential competition from a large franchised business.
OPPORTUNITY

Laundry price is cheaper than others which help to attract more customers.
Opportunity from busy people who dont have time to do their own laundry themselves
and we can change our business location in the city area or near to the city.
Increasing number of medium and small hotels, spa shop which is good for our market
and increasing of disposable income and changing the daily lifestyles.
Relatively high rates of return on your investment are possible and large target market.
Minimal time and labour are involved and participation in a steadily growing country.

pg. 45

26.

CHAPTER IX
CONCLUSIONS AND SUGGESTIONS

pg. 46

27.

CONCLUSIONS AND SUGGESTIONS

1 CONCLUSION
It is concluded that improving quality of laundry and dry wash cleaning provides
effective in process performance of mywash.in. Regular and systematic training of staff in order
to improve staff knowledge in customer service, introduction of cutting-edge IT software to
enable the mywash.in processes and provision of logistics or resources (computers, stable
internet connectivity, mobile phones and people) for use in the right quantities, place and time.
Understanding the dynamics of CRM and improving quality in wide ways helps to attain cost
benefit analysis to meet out their competitors of mywash.in. Based on observation, mywash.in
develops data quality, delivery agents to receive clothes on time, adopt latest technology and
finding ways of extending business to other areas which helps to meet the needs of other area
people in Bangalore. This reveals that improving customer satisfaction rates and establishing
relationship with the customers are of major importance to increase value of mywash.in. In the
eyes of public.

2 SUGGESTION
It is suggested from mywash.in that the practice of CRM have been identified as
customer satisfaction and customer retention, profitability and strong brand to be the best in
Bengaluru. Some of the factors which affect mywash.in include delay in service delivery, defects
in washing and defective clothes returns at the time of delivery. Mywash.in focus on improving
clothes delivery instantly so as to reduce the time taken for process of washing clothes.
Organization focuses on adopting new departments to check the quality of washing which helps
to minimize the issues in near future.

pg. 47

28.

CHAPTER X
KEY LEARNINGS AND CONTRIBUTION TO THE
ORGANISATION

pg. 48

29.

10

KEY LEARNINGS AND CONTRIBUTION TO THE

ORGANISATION

The key learning from this research report is listed below.

pg. 49

30% of respondents between the age categories of 35 to 40 years.

50% of respondents are male and female.
30% of respondents having professional qualification
41% of respondents strongly agree that they get washed clothes on time from mywash.in.
77% of respondents receiving their clothes within 3 days from mywash.in
31% of respondents agree that mywash.in delivers clothes as per schedule.
41% of respondents disagree that there is no defects in clothes delivery from mywash.in.
52% of respondents get defective clothes from mywash.in.
40% of respondents get affected due to tiny holes in clothes.
41% of respondents return clothes due to defective washing from mywash.in.
41% of respondents are highly satisfied with the services of mywash.in.

30.

BIBLIOGRAPHY/ REFERENCES

pg. 50

31.

11

BIBLIOGRAPHY / REFERENCES

1. Aaker, D.A. & Day, G.S. (1990), Marketing Research, 4 th Ed. New York: John Wiley & Sons,
Inc.
2. Bibiano, L. H. Mayol, E. and Pastor, J. A. (2005), Role and importance of business processes
in the implementation of CRM systems
3. Burnett, K (2001), Handbook of key customer relationship management: The definitive guide
to winning, managing and developing key account business, New Jersey: Prentice Hall
4. Chaston, I (2001), e-marketing strategy, England: Mc-Graw Hill
5. Cooper, D.R. and Schindler P.S. (2006), Business research methods, 9th Ed. McGraw-Hill
6. Fox, T. and Stead, S. (2001), Customer Relationship Management: Delivering the benefits,
White Paper, CRM (UK) and SECOR Consulting, New Malden.
7. Payne A. and Frow P. (2005) A Strategic Framework for Customer Relationship
Management, Journal of Marketing, Vol. 69 No 4, pp. 167-176
8. Saunders, M., Lewis P. and Thornhill, A. (2003), Research methods for business students,
Pearson Education Limited.

pg. 51

32.

ANNEXURES

pg. 52

33.

12

ANNUXTURE

GLOSSARY
Abbreviation
CRM

Meaning
Customer Relationship Management

QUESTIONAIRE/ CHECK LIST OF QUESTIONS

1. Name.
2. Age.
3. Gender
a. Male
b. Female
4. Education.
5. Mywash.in delivers quality on time?
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
6. How many days does it take to receive washed clothes from mywash.in?
a. Below 3 days
b. 3 days to 4 days
c. Above 4 days
7. Do you receive clothes as per clothes schedule?
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
8. Is there any defects did you face?
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
9. How many times do you receive defective clothes from mywash.in?
a. Nil
b. One time
c. 1 time to 2 time
d. 2 time to 3 time
e. Above 3 time
pg. 53

33.

10. What kind of defects do you face?

a. Wrinkles
b. Poor washing
c. Tiny Holes in clothes
d. Weak laundry
e. Others
11. Are any clothes returns due to defective during delivery from mywash.in?
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
12. State the level of satisfaction of mywash.in?
a. Highly satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
e. Highly dissatisfied

pg. 54